(a tearful diva)(image from www.kao.co.jp/est)
One prime example is Sofina EST.
Sofina‘s EST is not new. It has been a skincare line under Kao’s Sofina for many years, and it is Sofina’s most expensive line. In fall 2007, EST launched a full color makeup line, following the earlier debut of the base makeup range. (While, obviously, the brand name reminds people of the superlative suffix “-est”, Sofina also advocates that it is an acronym for “Essence of Sofina Technology”.)
The over-arching concept of EST’s color makeup is Emotional Beauty. As our faces are always displaying various feelings and emotions, EST attempts to use colors and finishes to enhance our day-to-day expressions of emotions. So, our beaming smiles look even more dazzling, our focused determination is even more infectious, and our sorrow melts the hardest of hearts.
(image from www.kao.co.jp/est)
I love EST’s recent ad images. They are beautifully and subtly compelling, with colors that enhance the facial features rather than overtake them. To embody the essence of the line, the model (April) displays a much wider range of emotions than what we usually see in makeup advertisements. The image on the top of this post is by far my favorite. As for the two below, I call them “despair & hope”:
(image from www.kao.co.jp/est)
(image from www.kao.co.jp/est)
One item that defines the line is Emotional Aura Pact. Essentially, this is a highlighter for the eye area. It includes four subtly different shades of various finishes and opaqueness, and each of them is used on a specific part of the eye area.
(Emotional Aura Pack)Apart from the eye area, this multi-purpose item can also be used around the lips to sculpt your pout. So, when you feel surprised, happy, curious, excited, inspired, or moved, this item is designed to capture your million faces and help them make a lasting impression.
Also, so far, I have come across good comments on Emotional Aura Eyes, the eye palette range:
(Emotional Aura Eyes palettes)(image from www.kao.co.jp/est)
After the huge success of Kanebo’s Lunasol in the last couple of years, Kosé’s Magie Deco and Sofina’s EST were two of the major makeup launches in late 2007 that posed as rivals. Similarly priced and packaged with a sophisticated flair, they appeal to similar demographics. With a strong and distinctive concept behind it, Sofina EST’s development and evolution will be immensely interesting to chart and will serve as an indication of the future of Japanese cosmetics.
[Even though Sofina is available in Japan and several other countries in Asia, the EST line is currently only available in Japan as far as I know. The EST website is for information only and does not offer on-line ordering.]
Related Posts:
Loving Japanese Brands – Lunasol
(my current favorite Japanese brand)
Brand Profile: SUQQU
(a reverse strategy that works)
Coffret D’Or 3D Lighting Eyes
(replacing the beloved T’Estimo)
{ 13 comments… read them below or add one }
Thank you for the info on est :), i’ve always been interested in the philosophy behind each brand and est is one of them.
Lunasol is still my fav. line from Kanebo but I guess I have to wait till i have a chance to try out est. By the way, is est available only in Japan?
Hi $wEeT T!raMi$u,
I am glad you enjoyed this post!
I’d have to say Lunasol is still my favorite too. I haven’t had a chance to see EST items in person, but I have come across good feedback on the eye palette. I will definitely be looking forward to their upcoming seasonal collections as well.
I do apologize for not making it clear earlier that EST is currently only available in Japan at the moment as far as I know. I have put up a note towards the end of the post. Thank you very much for asking me about this!
Thank you as well for leaving your comment again! :)
Hi Kng Suan,
I am a ZA Two-Way 22 too! What a coincidence! I have written about the ZA foundation in my post on my foundation routine, but I think I will write another post just on this great foundation.
As for the Lavshuca loose powder, the one I am using is Lucent, which is sheer and predominantly matte with very sparse shimmer. (But it basically goes on matte.) As far as I know, the other one, Glow, is also quite sheer but has more shimmer.
(Currently, I use the ZA foundation plus the Lavshuca loose powder in Lucent the most frequently. You can find the link to my Lavshuca loose powder review on my side bar, under the “My Current Makeup Favorites” list, which I just added yesterday.)
Indeed, Majolica Majorca’s recent collections have not appealed to me. As for their spring 2008 collection, the only item that remotely caught my attention is the MajoLook eye palette in GR741. The light turquoise seems nice, but I don’t think I will be picking up this palette.
Thank you for posting your comment again! :)
hi PJ,
i’ve been reading your blog for a while and finally decided to drop a comment haha
there’s something about the EST e/s combos that aren’t very exciting. coffret d’or seems better, even though it’s not super creative with the color combos, in my opinion it’s a bit more sophisticated. i have the 01 color and i must say it’s sooo nice, like oh my gawsh nicely pigmented long lasting smoothness. will you be doing any more reviews of coffret d’or? also, what do you think of the new MJ majolook palettes?
Hi Millie,
Thank you for reading my blog and for taking the time to post your comment!
Indeed, I wouldn’t describe EST’s eye palettes as exciting. But, if I have to compare EST and Coffret D’Or’s eye palettes, I’d say Coffret D’Or’s are young, fresh and wearable, while EST’s are more low-key, feminine, and sophisticated. Both are appealing to me.
As for Coffret D’Or, yes, I have been planning to do more reviews. There are two lipsticks that one of my friends kindly let me take over, and I am thinking about buying the upcoming loose powder. One thing I will definitely talk about is the upcoming powder foundation. I have tried a sample of it and I plan to talk about it next week, so do stay tuned and I hope you’ll enjoy it! :)
(The eye palette in 01 looks very pretty indeed. This is one item I am tempted to try as well.)
As for Majolica Majorca, another reader, Kng Suan, just happened to ask me about the Majolica Majorca spring 2008 collection, and I mentioned one of the MajoLook palettes. My reply to her is just above your comment. Do have a look! :)
Thank you again for visiting my blog and sharing your thoughts. Hope to hear from you again soon! :)
hmm that sounds like the question i asked you a few weeks ago ? :D anyway, i loved this post! that model is so gorgeous. all those emotions in the ads and your review makes me want to buy them. i think i’m going to try out Lunasol first though :)
Hi ‘ * : . b | u 3 . : * ‘,
Indeed, I was mainly thinking of your question, while some of my other readers have also asked similar questions. :)
I agree with you that the model looks really gorgeous. Her facial feature are striking but delicate. I love the coloration of her hair as well.
I think sooner or later I will want to pick up something from EST. When I do, I will definitely share my thoughts on the blog!
Thank you very much for stopping by again! :)
Hi PJ, it’s me again…:) I’m looking at the Luvshuca and the Sofina Raycious loose powders and I know you have both of them…:) I know they are at different price levels and possible different target groups, but between the two, which one would you recommend??
Hi Kng Suan,
Indeed I have both the Raycious and Lavshuca loose powder.
Since the Raycious loose powder I am using now has been replaced by new versions, I would suggest that you try the Lavshuca one. (It also happens to be cheaper and have twice the amount of powder.)
(By the way, I have not tried the new versions of the Raycious loose powder (on my face). But I tested them at the counter before and they had more shimmer than the one I have.)
Between the two, the Raycious one is even more matte and is better at controlling shine, but the Lavshuca one has a better pore-diffusing ability.
Hope it helps! :)
Thank you for posting your question again! :)
That’s a really interesting read about the EST cosmetics brand.
I recently watched a make-up tutorial DVD that came with an issue of Biteki and the make-up artist solely used EST cosmetics.
Just wondering how the quality of their make-up compares to the other popular Japanese brands?
Hi Allie,
Thank you for visiting my blog!
Yes, I watched the DVD as well and I enjoyed it. :) (I have been a long-term subscriber of Biteki for many years.)
I haven’t really had any first-hand experience with the EST makeup line. But, from what I have heard, the quality is as good as most high-end brands. This is certainly a brand I will try in the near future.
Thank you for posting your comment. Hope to hear from you again!
Hi I love your blog! After searching for the EST Emotional Aura Pact(Highlighter palette) I saw on my Biteki DVD I was lead back to your blog. For people who are looking for EST http://ichibankao.com/ sells the line as well as various other JP cosmetics. I would totally get it, if it wasnt 60USD! I suspect though some colored highlighting powders could be substituted to get the same effect.
Hi Ellefraise,
Thank you for stopping by my blog!
I am very intrigued by Emotional Aura Pack too, and I really like the concept of this item. But I’d agree with you that a carefully selected group of highlighters will probably do a similar job. But as someone that likes to try new brands and new items, I might still consider getting this in the future.
Yes, I am aware of ichibankao.com. I have shopped from the site for several times and I have been very happy with the service. I tend not to actively mention the websites I regularly shop from unless I am specifically asked. Hope you’d understand. :)
Thank you again for reading my blog and leaving your comment. Hope to hear from you again soon! :)